Oracle Eloqua, part of the Oracle Marketing Cloud, provides best-in-class lead management, campaign management, and sales tools that help marketers deliver the most connected and personalized experiences from first impression to customer advocacy. Eloqua's marketer-friendly platform enables organizations of any size to execute advanced marketing strategies, at scale, using the industry's richest dataset and adaptive technologies. Some of the top reasons customers choose Oracle Eloqua include: * Most Comprehensive Platform Built for B2B Marketers * Industry’s Richest Dataset * Marketer-friendly UI * Powerful Lead Management & Acceleration * Adaptive Campaign Management & Nurturing * Sophisticated Targeting & Segmentation * Broad 3rd Party Data Enrichment * Market-leading Extensibility & Integrations * Enterprise Scale Performance & Security

CRM software, also known as customer relationship management software, and marketing automation software are both powerful pieces of software in their own respect. While marketing automation platforms work across devices and online advertising channels to automate repetitive marketing tasks, a CRM can track and manage sales interactions in a centralized hub.


Good marketing automation takes into account the evolving needs of your leads, and the behaviors and interactions they have with you across all of your marketing channels. not just email. Using behavioral inputs from multiple channels such as social clicks, viewing a pricing page or consuming a particular piece of content gives marketers the context they need to fully understand a lead’s challenges and how to guide them down the funnel. The most effective marketing automation not only collects data from multiple channels, but uses those various channels to send their marketing messages as well. That means the success of your campaign relies less on the email, and fully utilizes the various channels that influence a buyer’s decision.
Once marketing has qualified a lead based on B.A.N.T., the sales team’s core objective is to close deals and increase revenue. Both sales and marketing processes follow a funnel-like approach to nurturing leads and opportunities, but each solution is customized to track and serve a different type of contact based on their stage of the buyer journey. Similarly, CRM is designed to help the sales organization forecast the deals they plan to close each month or quarter.

Traditionally, this automation software has been equated to email marketing tools that automate sending and tracking of mass email campaigns. However, this software offers much beyond that. Today, it is an established fact that this type of automation has a direct tangible impact on the revenues of businesses, especially in the case of B2B enterprises.
Marketing Automation Users: Marketing automation systems, as you would assume, are primarily used by the marketing department. Marketers can use the system to draw leads into the sales funnel, where they would then be transferred to the CRM system. The ability to respond to opportunities based on marketing initiatives gives your company a leg up on the competition and allows them to feed your sales funnel with qualified leads.
Inbound Lead Generation: Modern SMB automation tools for marketing empower you to generate quality leads through inbound content marketing tactics. You can make your blogs or websites more interactive and create personalized landing pages with utmost ease. Customized web forms can help you implement progressive profiling that provides a non-intrusive way to capture lead or customer data in a seamless manner.
Finding Friday specializes in CRM for the Travel and Leisure Industry. The company strives to connect travel and leisure companies with potential travelers and tourists. Their primary need was to integrate marketing automation tools so their clients to whom the solution was sold could run successful marketing campaigns, nurture leads along the sales cycle, and reach out to more customers in less time with little effort. MailChimp, Act-On and Insteller integrations were done with SugarCRM. You can read the complete process in our Finding Friday Case Study.
In fact, because of the variation in buyer journeys across the B2B landscape, these platforms must be tailored to meet the needs of unique prospects — not to mention the distinct use cases of marketing and sales teams. B2B marketing automation platforms may have similar foundational components, but their implementation varies across different industries and brands.
For companies that can’t decide on how to kill all the birds with one stone, it’s good to know that most of marketing automation functionality can be supported within a CRM system too! For example, everything that falls into lead management (lead segmentation, personalized email marketing, lead nurturing, analytics) can be activated within CRM software through either in-built tools or customization, depending on how complex requirements are. I tell more on the benefits of this approach for SMEs here: https://www.scnsoft.com/blog/benefits-of-crm-software-for-smes

There's also live chat, an extra that's a nice way to let people reach out to you when they're stuck. You can talk to people on your site directly from Interakt, leading them through your app or helping them see exactly which of your products is best for them. Combine that with in-app messages and email campaigns, and you have everything you need to lead your users through the sales process.
Marketing automation brings value and ROI to your numerous marketing efforts. The right marketing automation platform, combined with smart organizational and process alignment, makes it possible to connect the dots between that promotional email you sent last month, that webinar you hosted last year, and the revenue your CEO sees this week or can expect to see next quarter.
Both HubSpot and Pardot offer a vast array of functionality that should suit your business regardless of how intricate your marketing strategy might be. We found HubSpot to be better equipped for small businesses that are steadily growing their marketing activity, whereas Pardot is ideal for large enterprises with complicated marketing plans already in place. In total, we tested 10 marketing automation tools, each of which offer some unique features that make them stand out from the field.
Sailthru helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels—in email, on a brand’s website and in their mobile applications. Sailthru-powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime value and reduce churn.
CRM software is the main platform of your sales team and sales agents to improve their productivity and enhance customer interaction with the end goal of closing sales. It is designed to help your company manage its relationship as well as interactions with all customers and prospects. For this purpose, CRM software brings with it features and capabilities such as the following:
Picture a black box that plugs into the wall. Plug it in, turn on the switch, and qualified leads with an interaction history are automatically added into your 1CRM system – day in and day out – while the system is running. You’ll also get charts and feedback on which messages clients respond to best, so that the ‘machine’ can just get more and more effective over time.
We currently have three Editors' Choice picks for marketing automation solutions here at PCMag. One of them, Campaigner, impressed us with its intuitive UI and its wealth of online resources. Another Editors' Choice, the aforementioned Pardot, excelled due to its built-in search and social marketing functionality. Lastly, the aforementioned HubSpot had an impressive set of prebuilt workflows that also got our top nod. While all of these are fantastic solutions, they are all quite different, and it's definitely worth taking the time to research the best solution for your needs. This, of course, also applies even to the other products that did not get an Editors' Choice designation.
“Set it and forget it” solution. Marketing automation is a remarkable tool that helps marketers achieve results. But those results don’t happen without a the right processes, strategy and effort set in place. Marketing automation is meant to enhance and support marketing and sales, NOT become a one-size-fits-all substitute. So don’t sit back and expect marketing automation to magically achieve goals without you. 																		

Emails are the principal communication channels with potential leads. With an automation tool, you can test your email content, create beautiful email templates that match your product specifications, preview your emails across platforms and devices and do advanced email reporting. Marketing automation in CRM incorporates email marketing functionality and then expands on it by customizing content interactions through logic workflows e.g. you can send a happy birthday message to a loyal customer and offer him a discount or send a thank you message when someone makes a purchase. This can make the difference between a happy customer and a lost prospect.
There is extensive evidence supporting the value that marketing can bring to marketers. According to a report by VB Insight, 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. Further, Companies using marketing automation see 53% higher conversion rates from initial response-to-MQL and a revenue growth rate that is 3.1% higher than non-users.

VBOUT is a powerful, affordable and simple to use, all-in-one marketing automation solution. The platform has an easy drag-and-drop landing pages and forms, visual customer journey builder, social media management and email marketing tools. In-depth native analytics and user tracking are provided, giving marketers full view of their contact's engagement and campaign performance. VBOUT provides agencies and partners with powerful tools to whitelabel the solution, build their own plans with their own marke-up, manage their accounts and shared assets from one account.


Bpm’online has been named a Challenger in the Gartner Magic Quadrant for Sales Force Automation, 2018, 2017, 2016 and the Gartner Magic Quadrant for CRM Lead Management, 2017, 2016; recognized in the Gartner Magic Quadrant for the CRM Customer Engagement Center, 2018, 2017, 2016, 2015, included into the Gartner Magic Quadrant for Intelligent Business Process Management Suites, 2017 and Gartner Magic Quadrant for Enterprise High-Productivity Application Platform as a Service, 2018.
The brand’s goal is to scale with businesses as they expand so they can see true growth without the hiccup of finding other tools. And its marketing analytics tool spurs some of that growth by showing business owners the outcomes of their historical efforts and projecting how their future attempts will pan out. These insights, combined with ONTRAPORT’s Campaign Builder — which allows entrepreneurs to set goals and base their automation on achieving those goals — give small businesses the opportunity to customize.

Personalization. Without personalized messaging, you’ll miss out on a significant number of conversions. Leverage marketing automation’s tracking capabilities to tailor your conversations with your contacts. Personalization works: 88% of U.S. marketers reported seeing measurable improvements due to personalization — with more than half reporting a lift greater than 10%.
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